A B2B case study video works best at 90 to 150 seconds, built on three parts: the customer's problem, what changed after using your product, and the result in their own words. Get written approval for every claim and number before you edit.
A customer story is one of the most persuasive videos a B2B company can publish, because it comes from someone other than you. It is also the one that most often stalls on approvals, so plan for that first.
Get permission early
Ask the customer for written approval to use their name, logo, words and any numbers. Agree who reviews the final cut on their side.
Questions to ask in the interview
- What were you trying to do before?
- What was hard or slow about it?
- What changed after you started using the product?
- What result can you share, and can we show the number?
Structure
- The situation (15 to 25 seconds). Who the customer is and what they needed.
- The turning point (20 to 30 seconds). Why they chose a different approach.
- The result (30 to 45 seconds). What changed, with a figure only if you can verify it.
- A closing line (5 to 10 seconds). A quote and a clear next step.
Editing and motion
Use clean captions, subtle motion graphics for key numbers and a few product screens to show the work. See kinetic typography explained for ways to make numbers stand out.
Common mistakes to avoid
- Starting the edit before the customer has approved quotes and numbers
- Making the product the hero instead of the customer
- Using results you cannot verify
Frequently asked questions
How do I get customers to agree to a video?
Ask early, explain the time needed and offer to handle the editing. Share the final cut for approval before publishing.
Can a case study video be animated?
Yes. When a customer cannot be filmed, voice-over, quotes and motion graphics can tell the story.
How long should a case study video be?
About 90 to 150 seconds suits most B2B stories, with a 30 second cut for social.
Can you edit my interviews?
Yes. See short-form and talking-head editing.
Bhavesh Vaghela
Freelance video editor and motion designer in Rajkot, India. I make short-form videos, motion graphics, SaaS explainers, logo animations and AI video for clients worldwide.
